Pro:Direct Phygital Flagship

Pro:Direct wanted to create a flagship store that was as flexible digitally as their website - quite the brief. We delivered a digitally-activated space like no other.


For their first ever dip into bricks and mortar retail, Pro:Direct wanted a brand space that would serve their community and brand partners in equal measure. Events and brand takeovers were both prominent parts of their plans and a digitally-enabled, 'phygital' store concept, which could operate similar to their website, was the desired route to go.


We created a space that looked and felt like their website visually while offering the same digital flexibility as the site. Just as you can swap out content on a website, the store we created was powered by a system we designed that allowed store staff to change the entire look and feel of the site in 45 minutes or less.